
1. Be clear about why you are doing PR
Is it to build a brand name? Are you hoping to directly increase sales? Is it about driving traffic to your website? Are you interested in building your personal profile? Is your real motivation to put the frighteners on your competitors? If the answer is all of the above, then put this list in priority order.2. Who are you targeting?
Potential new customers? Existing customers? Could you also be using PR to help with recruitment? With building profile and relationships with suppliers? With warning competitors that you’re on the rise? Again, you need to have thought this through before your first PR meeting.3. No time wasters
4. Be available
You can’t just appoint a PR and then leave them to get on with it. If they’re doing their job right, they will be working hard to create media opportunities for you. If you don’t answer your phone, then everyone is wasting their time. When you choose to prioritise your marketing spend on PR, you also need to back that up with prioritising some of your time. If there are periods when you will be unavailable, make sure you let your PR know this. Also tell them how you prefer to be contacted (email, Twitter, text, phone call) and which are your busy times of the day/ week.5. Evaluate
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